Liverpool and Manchester United Rivalry Takes Center Stage in Columbia, South Carolina
In late 2023, a delegation of senior Liverpool staff visited Columbia, South Carolina, exploring the possibility of an early morning workout. Their hosts from the University of South Carolina’s athletics department seized the opportunity, arranging a personal 6 AM pick-up and access to the Gamecocks’ weights room. Gamecocks’ strength and conditioning coach, Luke Day, led the Liverpool staff through a rigorous session, with their anthem “You’ll Never Walk Alone” and classics from The Beatles setting the mood.
Historic Match at Williams-Brice Stadium
This interaction was part of a larger strategy that culminated in USC hosting its first major exhibition match between European football teams at the 77,599-seat Williams-Brice Stadium. On Saturday evening, Columbia will witness an iconic rivalry as Liverpool faces Manchester United in the final leg of their Rivals in Red US tour, which also included matches against Arsenal.
This event marks the first time an English Premier League team has played in Columbia. Prior matches took place in Los Angeles, attracting over 62,000 fans for United’s 2-1 defeat against Arsenal, and in Philadelphia, where Liverpool triumphed 2-1 over Arsenal at a sold-out Lincoln Financial Field.
Challenges and Opportunities
Columbia ranks 76th in media market size and lacks experience in hosting soccer events, making this match a bold new venture. Chance Miller, then deputy athletics director at USC, noted that discussions about hosting these matches began during the Covid-19 pandemic, when attendance at college football games was reduced. The goal was to diversify revenue and attract exciting events to South Carolina’s capital city.
Miller collaborated with TEG, an event promotion company, which organized the Rivals in Red tour. Conversations surrounding the high-profile event began in the fall when Miller was approached with the idea of bringing top-tier soccer to large university towns.
Collaboration with Soccer Teams
Miller’s son, a Manchester United fan, became part of the equation, fueling excitement surrounding the potential match-up. TEG’s Hugh Nicholson emphasized the successful partnerships with college stadiums and their passionate fanbases, making South Carolina a prime location for the expected crowd.
To enhance the hospitality for Liverpool and Manchester United, the stadium underwent significant renovations, ensuring luxurious accommodations for the teams. Preparations also included installing additional playing surface for corner kicks and meticulous field maintenance.
Officials from both clubs visited several times to assess the facilities, attending a South Carolina Gamecocks match to gauge the atmosphere, which they found promising.
Ticket Sales and Community Engagement
Tickets went on sale on March 27, 2023, and generated overwhelming interest, selling out faster than previous major events at the venue. Approximately 40% of tickets were purchased by fans outside South Carolina, indicating widespread appeal. The match quickly garnered attention from various fan demographics, including locals, alumni, and soccer enthusiasts from all across the country.
With additional events scheduled that day, including massive fixtures like Real Madrid against Barcelona, Columbus’s Williams-Brice Stadium is set for its biggest grossing event yet. United is utilizing this opportunity to establish new supporter clubs in the region while fan engagement events, including a free fan zone, promise to further elevate the match’s profile.
In an exciting twist, Miller’s son Carson was confirmed to be the first in line for tickets, highlighting the personal connection and community spirit surrounding this historic sporting event.
(Top photo: Lance King/Getty Images)
Source and credits: www.nytimes.com
Cats:
